Billing Address Management Enhancement

Overview

The primary goal of this project was to address a critical issue on our marketplace platform: users were experiencing difficulties locating and managing their billing information. This was causing frustration and inconsistencies in user experiences, and our objective was to create a more user-friendly and secure system for both verified and unverified buyers

Problem Statement

The primary challenge that our marketplace platform faced was the obscurity of the billing address management process. Users struggled to find the location for inputting and adjusting their billing information, leading to confusion and frustration. This inconsistency in the user experience resulted in lost opportunities and a poor user satisfaction rate

User Pain Points

• Difficulty in Locating Billing Information: Users struggled to locate the billing information section within the platform, resulting in frustration and extended search times.
• Unclear Billing Process: The process of inputting and adjusting billing information lacked clarity, making it challenging for users to make necessary changes or additions to their financial details.
• Disparity in User Experiences: A notable disparity existed between the experiences of verified and unverified buyers. Previously, only verified buyers could purchase services, contributing to this inequality.
• High User Abandonment Rates: Users frequently abandoned their attempts to manage billing information due to the issues outlined above, leading to lost opportunities and a decline in overall user satisfaction.

Root Causes

1. Difficulty in Locating Billing Information:

• Lack of Centralization: Billing information was dispersed across different sections of the platform, with no clear, centralized location for users to manage their billing details. This decentralized approach led to confusion and difficulty in locating the relevant information.
• Inadequate Signposting: The platform lacked clear and intuitive signposts or navigational cues to direct users to the billing information section. Users were left to their own devices to figure out where to go, resulting in frustration and wasted time.

2. Unclear Billing Process:

• Insufficient User Guidance: The platform failed to provide users with clear, step-by-step instructions on how to input and adjust their billing information. This lack of guidance left users feeling uncertain about the process, leading to hesitancy and potential errors.
• Complexity and Ambiguity: The billing process may have been unnecessarily complex or ambiguous, leaving users unsure about how to make changes or additions to their financial details. This complexity further compounded the challenge.

3. Disparity in User Experiences:

• Verification Restrictions: The platform's previous policy, which limited certain functionalities, such as purchasing services, to verified buyers, created an inequitable user experience. This limitation may have discouraged unverified buyers and contributed to their feeling of exclusion.
• Inclusivity Issues: The platform's failure to cater to unverified buyers' needs and experiences resulted in a sense of exclusion and inequality. This discrepancy in user experiences undermined overall user satisfaction.

4. High User Abandonment Rates:

• Cumulative Frustration: The combination of the above root causes resulted in user frustration and a high rate of abandonment when attempting to manage billing information. Users likely felt overwhelmed and demotivated, leading them to abandon the process before completion.

Solution

Our approach to resolving the identified user pain points was founded on creating a more user-centric and secure billing address management process. The key solutions implemented were as follows:

1. Billing Information Review and Edit for All Users:

To address the difficulty users faced in adjusting billing information, we introduced a comprehensive feature. All users, both verified and unverified, were granted the ability to review and edit their billing details before making payments. This user-centric approach eliminated the discrepancy in user experiences and ensured that every user had the opportunity to manage their billing information effectively

2. Centralized Billing Details Entry Point

To combat the issue of scattered billing information and the complexity of the billing process, we introduced a centralized entry point. Users could conveniently add and edit their billing details from a dedicated and easily accessible section within their accounts. This user-centric design not only simplified the process but also made it more intuitive and transparent

User cases and user flow



Input form validation rules



Postconditions:

• The user's billing information has been updated and securely saved in the "billing information" under "billing management."
• The user can use the updated billing information for future payments.

User flow



Sreens design